Competitive Strategy Analysis For Angang Group Cold Rolling Plate Market

The Chinese enterprise is facing a global constantly changing and uncertain condition in 21^st century. In this new condition, products and techniques are innovated and improved at high speed, competitors and the intensity of competition are reformed and upgraded continuously. Also the Chinese enterprise in such complicated condition has to face how to choose the suitable competitive strategy to create its core competitive power. So this paper takes Angang Group, which is a large state-owned enterprise, as analysis object. With the theory of strategy management and the method of integrating theory and tools such as SWOT and comparative analysis etc., the paper commence the competitive strategy analysis for Angang Group cold rolling plate market, intending to search a more suitable competitive strategy for the current competitive environment. So it is able to say that this research possesses active practical and theoretical meaning.First, paper elaborates the basic concepts, development process and main schools of the competitive strategy theory, put forward the main theories and models used in this paper. Then paper carries on the exterior environment analysis through the PEST model, which includes the economic environment, policy and law environment, social cultural environment and technique environment. Through the iron and steel industry environment analysis, paper analyzes the iron and steel industry's characteristic and development trend. Through the five kinds of competitive force model, paper analyzes the five kinds of competitive force, which include the bargaining power on the selling side and the buy side, the threat from incomer and replacer, and inter competitor. After analyzing the exterior environment, paper carries on an internal resources analysis. Through competitor analysis, paper demarcates the strategic group, confirms the main competitors, and analyzes their strength and current advantages. With SWOT model, after analyzing all above, paper analyzes the opportunities and threats of exterior environment, the advantages and disadvantages of internal resources compared with the competitor. Finally, making use of SWOT matrix and considering Angang Group's characteristic, paper chooses the differentiation strategy as Angang Group's competitive strategy on the cold rolling plate market, and also put forward policy and suggestion for Angang Group to implement differentiation strategy. Although this paper is only to solve how to choose Angang Group's competitive strategy, but author also hope this paper can give some referential or practical use to some similar enterprise.